On October 8, 2010, 125 innovators and disruptors from companies, nonprofits, government, and academics gathered on the MIT campus for the Beyond Cause Marketing summit, co-hosted by CauseShift and X PRIZE LAB. The purpose of the day was to create new ways for organizations to engage individuals in solving social problems – not just raise awareness and funds. These are the slides we shared.

2. Why
are
we
here?
Cause
marketing
isn’t
getting
the
job
done.
For
all
the
money
and
attention
that
is
raised,
not
enough
is
being
done
to
address
the
major
challenges
facing
society
today.
Too
many
organizations
are
serving
causes,
not
solving
them.
It’s
time
to
shift
our
thinking
and
approach.
We
are
bringing
together
a
diverse
group
of
leaders
to
create
a
new
framework
for
how
marketers,
companies,
non-­‐
pro@it
groups,
and
government
can
better
engage
and
encourage
the
public
to
solve
social
issues.

3. How
do
we
get
there?
We
need
to
get
people
talking
and
thinking
and
generating
new
ideas.
We
must
look
at
how
companies,
nonpro@its,
governments,
media,
individuals,
etc.
can
work
together
in
completely
new
and
different
ways
to
engage
communities
(and
vice
versa)
in
addressing
serious
issues
in
meaningful,
measurable
ways.
Its
time
to
go
big,
or
go
home.
Let’s
spend
our
time
and
energy
focusing
on
the
@irst
word
(beyond),
not
the
second
two
(cause
marketing).
3

4. Big
Idea
1)
What
is
your
Big
Idea
for
how
companies,
nonproCits,
and
government
can
engage
individuals
in
solving
social
issues?
Reminder:
your
answer
can't
talk
about
long-­term
commitments,
real
dollars
and
human
capital,
or
values
alignment,
because
all
of
that
is
already
assumed.
2)
For
now
on,
successful
cause
initiatives
need
to
_______________________
[e.g.
focus
on
X,
involve
Y,
judged
by
Z].

5. Three
Draft
Principles
Measure
progress
with
reverse
metrics
(count
down,
not
up)
Your
cause
needs
an
expiration
date
(success
means
putting
yourself
out
of
business)
Master
the
art
of
adaptive
scale
(adaptation
must
replace
emulation)
5

6. David
Boyer
is
founder
of
WaystoHelp.org,
the
nonpro@it
group
created
to
encourage
children
to
@ind
their
cause
and
get
involved.
As
a
former
McKinsey
consultant,
merger
&
acquisition
specialist,
and
head
of
Ebay
Motor
group,
David
understands
the
need
to
balance
private
and
public
gain.
Read
more
http://www.waystohelp.org

7. Edward
Boches
is
Chief
Creative
OfCicer
and
Chief
Social
Media
OfCicer
of
Mullen,
a
full
service
advertising
agency
and
a
brand
de@ined
by
a
strong
and
enduring
culture
of
collective
entrepreneurialism.
Edward
is
also
a
copywriter,
dad,
husband,
road
cyclist
and
a
board
member
at
Boulder
Digital
Works
and
also
at
Spring
Partners.
He’s
young
enough
to
have
kids
in
grade
school
and
old
enough
to
have
fallen
in
love
with
all
things
media
from
admiring
the
print
ads
in
Life
magazine
back
in
the
1960s.
Somewhere
in
between
then
and
now
he’s
been
a
newspaper
reporter,
speech
writer,
account
executive,
public
relations
counsel,
copywriter
and
creative
director.
More
recently
he
has
incubated
thenextgreatgeneration.com.
Read
more:
http://www.edwardboches.com

8. Ross
Kimbarovsky
is
the
co-­founder
of
Crowdspring,
a
little
company
with
big
dreams
that
was
started
to
help
people
from
around
the
world
access
creative
talent,
and
to
help
creatives
from
across
the
globe
@ind
new
customers.
After
emigrating
to
the
United
States
from
Kiev,
Ukraine
in
1979,
Ross
dreamed
about
starting
a
technology
business.
For
13
years
prior
to
crowdSPRING,
as
a
successful
trial
attorney,
Ross
counseled
and
represented
clients
(from
small
internet
startups
to
Fortune
100
companies)
in
complex
disputes
involving
intellectual
property
in
United
States
state
and
federal
courts
and
before
the
World
Intellectual
Property
Organization.
In
2006,
Ross
was
named
an
Illinois
SuperLawyer®
and
one
of
“40
Illinois
Attorneys
Under
Forty
to
Watch”
for
intellectual
property
and
complex
commercial
litigation.
Passionate
about
technology
and
realizing
that
his
former
law
@irm
would
never
allow
shorts
and
sandals
at
work
(he
tried),
Ross
decided
to
pursue
his
dream
(and
to
change
his
wardrobe).
Read
more
at:
http://www.crowdspring.com

9. Courtney
King
is
the
communications
manager
at
the
Committee
Encouraging
Corporate
Philanthropy,
the
only
international
forum
of
business
CEOs
and
chairpersons
focused
exclusively
on
corporate
philanthropy.
Courtney
develops
and
executes
the
Committee's
strategy
for
news
media
coverage,
member
communications,
and
online
activities
and
runs
CECP’s
executive
events,
including
the
Board
of
Boards
CEO
Conferences
and
the
annual
presentation
of
the
Excellence
Awards
in
Corporate
Philanthropy.
Courtney
spearheads
the
media
platform
of
International
Corporate
Philanthropy
Day
and
works
closely
with
the
CECP
community
to
promote
this
outreach
initiative.
She
is
the
editor
of
The
Corporate
Philanthropist,
and
is
instrumental
in
increasing
the
visibility
of
corporate
philanthropy
in
print,
online,
and
broadcast
media.
Prior
to
CECP,
Courtney
served
as
a
senior
press
of@icer
at
Sotheby’s
Auction
House,
worked
as
a
researcher
at
ABC
News
in
Washington,
D.C.
for
the
current
affairs
programs
“Nightline”
and
“This
Week
with
George
Stephanopoulos.”
Read
more
at:
http://www.corporatephilanthropy.org

10. Dr.
Erika
Wagner
is
the
Executive
Director
of
the
X
PRIZE
LAB
@MIT,
a
partnership
between
the
X
PRIZE
Foundation
and
the
Massachusetts
Institute
of
Technology
designed
to
engage
leading
thinkers
in
helping
recognize
areas
that
are
ripe
for
breakthrough
innovation.
Dr.
Wagner
has
been
at
the
core
of
the
X
PRIZE
Lab
@
MIT
initiatives,
overseeing
the
@irst
offering
of
the
X
PRIZE
Grand
Challenges
course,
supporting
networking
efforts
for
the
X
PRIZE
Foundation
across
the
university
and
throughout
the
greater
Boston
area,
and
spearheading
strategic
planning
efforts
for
the
Lab.
Previously,
Dr.
Wagner
served
as
Science
Director
and
Executive
Director
of
the
Mars
Gravity
Biosatellite
Program,
a
multi-­‐university
spacecraft
development
initiative
to
investigate
the
physiological
effects
of
reduced
gravity.
Her
interdisciplinary
academic
background
includes
a
bachelor’s
in
Biomedical
Engineering
from
Vanderbilt
University,
a
master’s
in
Aeronautics
&
Astronautics
from
MIT,
and
a
PhD
in
Bioastronautics
from
the
Harvard/MIT
Division
of
Health
Sciences
and
Technology.
Read
more
at:
http://www.xprize.org/education-­‐initiatives/x-­‐prize-­‐lab-­‐mit

11. Dan
Munz
is
a
Public
Dialogue
Specialist
at
the
Center
for
New
Media
and
Citizen
Engagement,
part
of
the
U.S.
General
Services
Administration.
Dan
provides
federal
agencies
with
assistance
in
conceiving
and
executing
Web-­‐
based
citizen
engagement
initiatives.
Prior
to
working
at
GSA,
Dan
was
a
Senior
Research
Associate
at
the
National
Academy
of
Public
Administration,
where
he
helped
found
the
Collaboration
Project,
an
interagency
consortium
dedicated
to
exploring
the
impact
of
"government
2.0"
on
federal
management
and
public
governance.
Dan's
background
is
in
electoral
politics,
having
worked
for
the
Citizens
Union
Foundation
as
well
as
local,
citywide,
and
national
political
campaigns.
He
also
once
spent
a
summer
working
at
a
children's
book
warehouse,
which
didn't
teach
him
much
about
social
media,
but
was
pretty
fun.
Read
more
at:
http://www.gsa.gov/portal/content/140445

12. Team
Session
#1:
What
do
we
need
to
stop
doing?
12

13. Old
New
and vs. and
Broken More
13

14. Team
Session
#2:
What
do
we
need
to
do
more
of?
14

15. Three
Draft
Principles
Measure
progress
with
reverse
metrics
(count
down,
not
up)
Your
cause
needs
an
expiration
date
(success
means
putting
yourself
out
of
business)
Master
the
art
of
adaptive
scale
(adaptation
must
replace
emulation)
15

16. Team
Ideas
Deliberately
invest
in
innovation
for
sustainability.
(be
Bono)
Build
ecosystems.
Partner
across
causes.
Design
to
enable
collaboration
across
many
areas.
Lead
to
a
positive
and
meaningful
behavioral
change
to
all
stakeholders
within
the
cause.
Involve
the
end
user
to
DeCine
vision
of
what
success
is
and
be
prepared
to
evolve.
Involve
the
end
user
to
impact
change
and
deCine
the
success
of
the
effort.
16

17. 17